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Just when you thought AT&T Stadium couldn’t get any better, it has. Friday, the Cowboys organization and AT&T unveiled several major technology upgrades, which they say will give fans an experience like nothing they’ve seen before. (Published Friday, Aug. 15, 2014)

From day one, the Jones family says their priority has been to make AT&T Stadium the premiere venue in all of sports.

“Our goal is to always have a fan experience that cannot be replicated anyplace else,” said Charlotte Jones Anderson, Executive VP and Chief Brand Officer for the Dallas Cowboys. “So we are constantly looking for new technology in order to do that, to stay ahead of the curve.”

Fortunately for them, their corporate partners at AT&T know a thing or two about technology. So, for the past year, they’ve been working on several major upgrades inside the stadium.

“It’s unmatched,” said Esther Lee, Senior VP of Brand, Marketing, Advertising and Sponsorships for AT&T. “Nobody else is doing this. I think a lot of people are looking at how you bring technology in to enhance the fan experience.”

First, they doubled the cellular and WiFi capacity inside the stadium so fans can use their smart phones with ease – even when there are close to 100,000 fans at a game.

“Absolutely, we’ll be able to handle it,” said Scott Mair, Senior VP of Network, Planning and Engineering for AT&T. “Right now, inside the stadium itself, we have the equivalent of 17 cell sites. To put that in perspective, 17 cell sites would cover the whole area of McKinney, Texas.”

They’ve also added a brand new, 130 foot long video board over the east end zone that will do all kinds of things during games. It’s made of up of 40 louvers that can rotate 360 degrees.

Fans will also notice new, interactive touchscreen columns, where they can learn more about the Cowboys players, cheerleaders and the stadium itself.

But what Jones Anderson and the AT&T team are most excited about is a brand new smart phone app that fans can use during the games.

“They can actually affect the atmosphere out here now,” said Jones Anderson.

The "AT&T Stadium" app will allow fans to upload photos directly to the big screens during games. It will also set off a strobe light and noise effect on their phones that will be used during a new “Unite this House” cheer.

“We’ve done a human wave in past years,” said Mair. “This is like an electronic wave.”

And they say this is just the beginning of what they hope will be many more new experiences to come.